MEDIA |
JULY 2022
Gemelody Jewelry
Cushion cut natural fancy
yellow diamond pendant
MSRP $5,325
212.730.7373
By Rick Arnemann
If You Tell It, They Will Buy
3 ways to use storytelling to connect with customers:
There are many reasons to center your marketing around storytelling, but here’s a quick rundown: Stories simplify messaging, bring people together, motivate, entertain, educate, and engage. They also inspire trust, which is important for future sales–81% of consumers say they need to be able to trust a business in order to buy from them. At the end of the day, storytelling helps you build long-term relationships with customers, allowing you to sell more now and later.
Legend Jewelry
18K White & rose gold amethyst &
diamond halo ring
MSRP $1,699
866.607.3098
Joryel Vera
Sterling with peridot &
blue topaz earrings
halo ring
MSRP $365
561.588.2945
PHILANTHROPIC STORYTELLING:
Consumers today are invested in buying from businesses and brands that lead with values. While Millennials and Generation Z have the highest expectations, older generations are growing sensitive to the issue, too.
Your values can encompass a number of things, including the type of products you sell and how you support your community. Sharing them through storytelling builds goodwill and loyalty.
If you have a relationship with a non-profit in your community or do something with an annual fundraiser, explain how you got started, and why it’s meaningful to your business. If certain products you sell support a cause or are made with sustainable materials, show them off. Make sure employees are in the spotlight, too. Consumers are more attuned to shopping local and like when they can put names and faces with a store they support.
Video content is best for this storytelling. However, don’t discount great images and messaging told through a blog or even press release.
CAMPAIGN-DRIVEN STORYTELLING:
Promoting a new collection or pushing sales for bridal or the holidays? Product videos are the way to go, as 73% more people who watch them will make a purchase, and 55% use them to actually make a buying decision.
However, consumers scroll through 300 feet of content daily. Consider how much more impactful a bridal campaign will be if your videos show products and a target audience member’s point of view, or had a relatable story arc. Shoppers like to see themselves reflected in your marketing.
Campaign-driven storytelling isn’t just having the right content; it’s about being seen by the right consumers. These videos are ideal for advertising on social media, where they can be targeted to a specific audience based on location and demographics.
CUSTOMER-LED STORYTELLING:
Approximately 92% of consumers admit to trusting their peers over traditional advertising. Incorporate customer-generated storytelling into your marketing to increase trust and reach.
Testimonial videos are the perfect format for this. Have couples share their engagement story and talk about their ring-buying experience with your store. If you specialize in custom, have your customer discuss working with you through that process. You can also share their story (with images of course) in a blog, or a social media post.
If a customer makes a purchase or has a positive experience with your business and tags you in their social media post or story, like, comment, and share. Though this seems obvious, many businesses miss these opportunities. It’s user generated content that falls under customer-led storytelling, perfect for bridging that gap of trust. And don’t forget––have a hashtag that customers can use when posting on social media.
Today’s consumers buy out of need and want, and it isn’t always about who has the best price. If given a choice, shoppers prefer to buy from stores and brands that they connect with emotionally and trust. Share your values, create a storytelling campaign around your products and audience, and chronicle your customers’ personal stories. Tell entertaining, emotionally-driven stories and you’ll gain more customers––and sales.
